Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

Tired of reading about what a tough year it’s been for so many businesses across the board? Frustrated with your own results? Scared about the economy? Whether or not you’re struggling as much as others, here’s a little tonic: our annual best-of feature, in which we’ve pulled what we believe to be the 50 best and most implementable tips of the year from Catalog Success magazine as well as our weekly e-newsletter, Tactics & Tips.
There’s nothing fancy here. Each paragraph is taken from a particular story that’s referenced, so you can turn or click back to reread the full story or act on it right now without further adieu. They’re categorized and listed by number, but No. 50 is just as worthwhile as No. 1. None of these tips have become outdated in the weeks or months since we first ran them. So I urge you to read through all of them, and hopefully, you’ll come up with some new winning formulas.
— Paul Miller, Editor-in-Chief

CATALOG/MULTICHANNEL MARKETING

1. Execute ‘mail/holdout’ tests.
One group receives the catalog, one does not. After 12 weeks, tabulate sales results from the mail, phone and online channels. By subtracting the holdout group from the mailed group, you can identify the “incremental” difference.
Kevin Hillstrom, MineThatData
“A CEO’s Guide To Catalog Circulation ’08,”
Jan. 9, Catalog Success: Tactics & Tips

2. Attention to analytics.
Listen to customers closely. Watch your key coding and analytics carefully. And while you may love the look and feel of a certain item, if you’ve tested it and the numbers don’t pan out, move on.
Greg Berglund, Mrs. Fields Gifts
“Back in the Dough,”
January, Catalog Success

3. Beyond your core audience.
Focus harder on selling to your marginal audience, not just your core. Make it easier for fence-sitters to buy from you. You’ll get higher response rates, higher growth and higher profits using a Simplified Audience Pyramid consisting of super core (wild enthusiasts), core (moderate enthusiasts), maybe (interested
but lazy) and forget-its (not at all interested).
Susan McIntyre, McIntyre Direct
Catalog Doctor column, “Vitamin Maybe: A prescription for stronger response rates,”
March, Catalog Success

4. Keep channel choice wide open.
“Don’t think one channel will solve everything. Win [customers] over in all channels. Be clear about the role each channel plays in your brand portfolio, and balance them to the needs of your customers.”
Linda LoRe, Frederick’s of Hollywood
“Stayin’ Hollywood,”
May, Catalog Success

5. Mall traffic may be down, but increase catalog circulation deliberately.
“We’d like to see [consumers going to stores less due to rising gas prices], but we’re not going to increase catalog circ in anticipation of that. As results improve and more customers order, then we’ll increase circ.”
Joan Abrams, Specialty Catalog Corp.
“Riding the Paper Tiger” by Joe Keenan,
August, Catalog Success

6. Break down channel silos.
Too many companies set up reporting and control structures that artificially divide their operations into different divisions or silos. Such a structure is often tied to management assessments or bonus programs. This never works and leads to bad marketing decisions.
Bill Nicolai, LENSER
“10 Principles of Catalog Shopping for Retailers (part1),”
October, Catalog Success

MULTICHANNEL MANAGEMENT

7. Matchback analysis frequency determination.
The frequency of your matchback analysis is dependent on how the data is to be used. Perform daily or weekly matchbacks for more operational data (e.g., tracking inventory). More evaluative data (e.g., the best contact strategy for a customer) should be done over a longer period of time — two to four times a year.
Dana Springfield, The Yankee Candle Co.
“How Yankee Candle Uses Matchbacks,”
March 18, Catalog Success: Tactics & Tips

8. Flag Web buyers and segment them.
Don’t react to the economic slowdown by arbitrarily cutting circ. Understand which lists can be mailed above breakeven. Plan your circ based on historical results for each list in light of higher break-
even costs.
Jim Coogan, Catalog Marketing Economics
“Catalogers’ Profits Are Being Squeezed,”
Aug. 19, Catalog Success: Tactics & Tips

9. Make promotion sites easy to remember.
An 18-digit coupon code in print will be difficult for many and impossible for some to correctly type for a Web site offer. Instead, try an easy promotion code, such as “SUMMER15” for 15 percent off summer items, which is easier to remember than a complex string of letters and numbers.
Gary Harrison, Interprise Software Solutions
“4 Tips for Cross-Promoting E-Commerce Sites and Catalogs,”
Sept. 9, Catalog Success: Tactics & Tips

10. Cross-merchandise.
Cross-merchandise Web-exclusive products in your catalogs through the use of box ads and referencing product line extensions.
Rob O’Connor, Creative Irish Gifts
“4 Steps to Increase Online Conversion Rates — Catalog Success Webinar Recap, Part 2,”
Sept. 23, Catalog Success: Tactics & Tips

E-COMMERCE, E-MAIL

11. Don’t abandon the Internet.
Studies indicate that 60 percent to 75 percent of seniors use dial-up access to go online. Therefore, avoid using Flash, high-density images that can cause Web pages to load slowly. Most seniors don’t care about bells and whistles anyway. Your site’s design should focus on speed and content.
Richard Tooker, KnowledgeBase Marketing
“Respect (and Sell to) Your Elders,”
Jan. 29, Catalog Success: Tactics & Tips

12. Create a knowledge base.
Analyze customer queries to identify the most frequently asked questions (FAQs). Create responses to these FAQs, freeing up agents to focus on more complex and high-value inquiries. Create form articles for the body, header, greeting, signature and footer of the e-mail. Agents then simply have to mix and match available information without creating new content.
eGain
“Put Down That Phone,”
Jan. 29, Catalog Success: Tactics & Tips

13. Automate e-mails to customer life events.
By sending personalized e-mails triggered by events, such as point levels for a loyalty program, anniversaries and last time shopped at the store, among others, you increase customer engagement.
Responsys
“Five Ways to Ensure E-Mail Provides a Positive Customer Experience,”
Feb. 19, Catalog Success: Tactics & Tips

14. Web testing: cheap and effective.
Use online testing to determine which of your company’s best-known attributes is most effective at getting prospects to buy.
Alan Rimm-Kaufman, The Rimm-Kaufman Group
E-Commerce Insights column, “Use Online Testing to Increase Print Response Rates,”
March, Catalog Success

15. The homepage’s juggling act.
A perfect homepage is a balancing act between images and graphics that help sell products and text that enhances SEO. Show many products on the homepage to create visual clues to confirm what products you’re selling.
John Deneen, SiteForm
Creative Cut column, “FlagClothes.com Needs to Fly Its Colors,”
July, Catalog Success

16. Freeing up ‘free’ on subject lines.
In the past, marketers were warned not to use “free” in subject lines, because it triggered spam filters and reduced deliverability. Many have continued to use it and the ISPs aren’t putting as much weight behind filtering the word “free.” “Free” increases open rates. So if it makes sense for your offer, try testing “free.”
Reggie Brady, Reggie Brady Marketing Solutions
E-Mail Applied column, “Change the Subject,”
June, Catalog Success

17. Keep your eye on the competition.
Go shopping on your competitors’ sites, and take notes. While not copying, make note of what functionalities your competitors’ sites offer so you have an idea what customers expect from an e-commerce site.
Andrea Downing, PBS
“6 Steps to a Successful Web Site Redesign — How PBS Did It,”
June 17, Catalog Success: Tactics & Tips

18. Keep online forms short and sweet.
Online sign-up forms should be short, simple and ask only for truly relevant information. Experiment with the amount of information your forms require and test other factors that can affect your sign-up rates, including layout, copy and imagery.
Larry Becker, The Rimm-Kaufman Group
E-Commerce Insights column, “Get to ‘Yes’: Don’t ask unnecessary questions on your site’s sign-up pages,”
July, Catalog Success

19. Assign separate IPs to your promotional and service-based e-mails.
Because marketing messages are sent in high volume and more likely to be miscategorized as spam by recipients, they’re more susceptible to reputation issues. By isolating your promotional e-mails from your transactional e-mails, you can better protect the reputation of this critical communication channel with customers.
StrongMail
“7 Ways to Improve E-Mail Deliverability,”
Aug. 26, Catalog Success: Tactics & Tips

20. Test ‘flat’ shipping as a promotion to drive traffic to the Web.
Instead of offering promotions such as free shipping, which can eat away at profit margins, or free shipping when a customer reaches a certain threshold value for purchase, where customers frequently reach that number and then stop shopping, set a flat rate for shipping.
Stephen R. Lett, Lett Direct
“10 Tips to Maximize Multichannel Sales,”
Sept. 16, Catalog Success: Tactics & Tips

PARCEL SHIPPING

21. Use myriad service choices wisely.
New technologies for shippers to optimize service and costs let shippers approach service selection in a mode-agnostic way. Avoid selecting the service type; select the lowest price service that’ll get the package to customers within the chosen delivery commitment.
Mike Erickson, AFMS Logistics Management Group
“Advantage: Shippers?”
July, Catalog Success

PRODUCTION

22. Postcards for prospecting.
Mail postcards with a clear offer and actionable message to prospect for new customers. Postcards cost 15 cents to 25 cents to mail — a far cry from the cost of a full-blown catalog.
Dawn Flook, Catalogs by Lorél
“12 Creative Tips to Pump Up Sales and Cut Costs,”
January, Catalog Success

POSTAL, PRINTING, PAPER

23. Selective paper trimming.
In response to rising paper costs, some catalogers are targeting only specific pages within their books to reduce basis weights. One way to cut the weight of an order form is with a hybrid sheet, which features a blend of kraft pulp and mechanical pulp.
Carolyn Heinze, writer
“Get Fit to Print: Lightening Paper Weight is Trickier Than It Seems,”
March, Catalog Success

24. Act on new postal requirements quickly.
In March 2009, the USPS will implement new delivery address placement and format requirements for flats (standard size catalogs). If your catalog doesn’t meet the new requirements, it could be disqualified for Standard mail rates. See http://pe.usps.com/federalregisternotices.asp.
Kathy J. Siviter, Postal Consulting Services
Understanding Postal column, “Watch Out for This New Rule … It Could Co$t You Big Time,”
July, Catalog Success

LEGAL MATTERS

25. Conduct a nexus self-audit.
Every cataloger should undertake a nexus self-audit to identify potential nexus-producing activities. Your self-audit must examine all major business functions, including sales and marketing; order processing; product acquisition; fulfillment; and outsourcing agreements.
George S. Isaacson, Brann & Isaacson
Legal Matters column, “How to Conduct a Nexus Self-Audit,”
January, Catalog Success

26. Minimize unclaimed property risks.
Get a handle on your liability by identifying the types of unclaimed property you’re holding, determine whether unclaimed property reports have been filed with state abandoned property offices and estimate the amount of your company’s potential liability.
George S. Isaacson, Brann & Isaacson
Legal Matters column, “State Escheat Laws — Your Lurking Peril,”
May, Catalog Success

SEARCH

27. Landing pages rule.
Double profits by creating targeted landing pages for visitors from paid search ads, e-mails and URLs printed in catalogs.
Larry Kavanagh, DMinSite
“Nail the Landing,”
April, Catalog Success

28. Brand vs. nonbrand paid search marketing.
Analyze your paid search campaigns both with and without your branded terms. Challenge your paid search agency or in-house team to drive profitable sales growth out of your nonbrand portfolio.
Alan Rimm-Kaufman, The Rimm-Kaufman Group
E-Commerce Insights column, “14 Hot Ideas in Free and Paid Search,” J
anuary, Catalog Success

CREATIVE, COPYWRITING

29. The comparison sell.
The goal should be to show people why your product is different and better than another. Take your catalog from being mere products and copy on pages and turn it into a “paper salesman.” Create a demonstration.
Carol Worthington-Levy, LENSER
Copywriting column, “Compared to … What???”
January, Catalog Success

30. Ask questions before you redesign.
Before you start looking at new fonts and cover treatments, determine the purpose of your redesign: Is it for the customer you have, the one who likes you just the way you are but could use a little something to relight the passion you once shared, or the one who’d never be attracted to the old you?
Sarah Fletcher, Catalog Design Studios
“10 Steps to a Successful Redesign,”
May, Catalog Success

31. Take a field trip to inspire creativity.
Get out of the office and take field trips to become your own customer. Shop competitors as well. Taking such trips for product development doesn’t have to be expensive, because you can visit local parks and coffee shops, among other places, to inspire creativity.
Emily Harris, Lotus Touch
“7 Tips to Make Your Merchandise Stand Out,”
June 10, Catalog Success: Tactics & Tips

LISTS, DATABASE MARKETING

32. Work your list harder.
The multichannel database has a much broader responsibility than it had in single-channel selling. Not only must you capture every sales transaction from every channel, but you also need to track and measure all results by promotional efforts.
Brent Niemuth & George Hague, J. Schmid & Assoc.
“7 Steps to Multichannel Mastery,”
February, Catalog Success

33. Focus on service over price.
Database marketing builds loyalty; discounts do not. Don’t use databases to promote price discounts because customers today seek more than low prices. They want recognition, service, information, convenience and helpfulness. You can deliver this if you build a database and offer these things to them.
Arthur Middleton Hughes, KnowlegeBase Marketing
“Beware, the 9 Deadly Mistakes of Database Marketing,”
June 17, Catalog Success: Tactics & Tips

B-TO-B

34. The right time to mail your catalogs.
In B-to-B, it’s critical to know when your customers and prospects receive their budgets. Also know when they’re required to use up their budgets. This is especially relevant for school districts, which in a number of circumstances are under a use-it-or-lose-it policy. In this case, mail six weeks prior, allowing time for your customers to process purchase order requests.
Ronda Anderson, American Time and Signal Co.
“7 Tips for Targeting Customers,”
May 27, Catalog Success: Tactics & Tips

35. 7 copy drivers.
Always use these Seven Copy Drivers when composing B-to-B catalog copy: fear, guilt, flattery, exclusivity, greed, anger and salvation.
George Hague, J. Schmid & Assoc.
B-to-B Cataloging column, “Losing Sales With Dry Copy?”
February, Catalog Success

INSERT/ALTERNATIVE MEDIA

36. Bounce back with bouncebacks.
A strategically planned and formally managed bounceback program can help build your brand, improve retention and develop a new revenue stream, regardless of whether you’re in B-to-C or B-to-B.
Brent Niemuth & George Hague, J. Schmid & Assoc.
“Get a Little Bounce From Bouncebacks,”
March, Catalog Success

37. Don’t test too many variables at once.
“Testing too much too soon is difficult to measure, often not statistically relevant, and it produces a lot of hard work and headache for little reward. Balance beautiful creative with tried-and-true DM techniques.”
Georgina Johnson, Joules Ltd.
“The New ‘Alternative’” by Shari Altman,
August, Catalog Success

INVENTORY MANAGEMENT

38. A realistic approach to product planning and buying.
An approach called “continuous inventory” yields more predictable demand streams, more accurate inventory levels, special vendor pricing, optimized shipping and improved customer experiences.
Ray Goodman, Direct Tech
Inventory Management column, “See the Future, Then Stock the Future,”
April, Catalog Success

OPERATIONS, FULFILLMENT, MANAGEMENT

39. Use better benchmarking.
Performance benchmarking only identifies gaps in the desired result. Process benchmarking diagnoses the root cause of the gaps so they can be treated.
Kate Vitasek, Supply Chain Visions
“7 Steps to Self Assessment,”
April, Catalog Success

40. Order management systems transition.
When converting from one order management system to another, it’s best not to try to convert the open customer orders and open purchase orders. Instead, rekey these to eliminate the risk of improper conversion. This also gives the staff a little extra “practice” with the system.
Curt Barry, F. Curtis Barry & Co.
“Ops Tips of the Week,”
April 22, Catalog Success: Tactics & Tips

41. Make reps’ lives more interesting.
Change up your call center reps’ activities all in the interest of keeping them interested in their work. Offer your reps enough variety to stay alert. Most experienced reps can participate in such activities as record keeping, training, analysis and call monitoring to some extent. Consider setting aside a few day parts each week for alternative activities. Not only will the change of pace revive long-timers, it may also give them added context about how all the call-center functions work in concert.
Liz Kislik, Liz Kislik Associates
“Keep ’em on Their Toes: 10 ways to keep call-center reps interested in their jobs,”
April, Catalog Success

42. Measure and act on turnover.
Set up a system to track and calculate monthly employee turnover. Develop a turnover report that shows employee counts of the number of employees hired, staffers who began training, those who left while in training and those who left once they graduated to the production staff. If you don’t already have one, establish an exit interview process to learn more about why people leave. Look at the turnover by months and years of service.
Curt Barry, F. Curtis Barry & Co.
“Get a Grip on Your D.C.,”
May, Catalog Success

43. Contract shipping options.
With the abundance of freight options available, contract with them all to get your customers the best rate. On your Web site, list every shipping choice for customers after a purchase, with pricing included. Invariably, customers select the lowest price. If a carrier raises its prices, it’ll see a drop in business.
Doug Eckrote, CDW
“How CDW Delivers on the Back End,”
June 24, Catalog Success: Tactics & Tips

VENDOR RELATIONS

44. Treat your vendors as you wish to be treated.
Always pay on time or early without ever having to be asked. If you do this, they’ll be there for you when you need to ask a favor or when you want to negotiate extended payment terms.
Terri Alpert, Cooking Enthusiast/Uno Alla Volta
“A Cut Above” by Mark Del Franco,
August, Catalog Success

MERCHANDISING/PRODUCT SOURCING

45. Pop the right questions to would-be vendors.
In addition to your standardized criteria, ask each potential supplier these questions: 1. What’s the one thing that really sets you apart from the others in your business? 2. If you had to pick just one product to make, what would it be?
Rob Behnke, Fair Indigo
“Beyond the Spreadsheet: Choosing product vendors requires intense scrutiny,”
May, Catalog Success

46. Stay fresh or follow Lillian Vernon and Sharper Image.
With The Sharper Image and Lillian Vernon, once-great merchandisers grew stale by focusing on incremental optimization of SKU mix, maximizing contribution per square inch in the short term. The method lost merchandising flair and excitement over time, and became stale to consumers.
David Solomon, Lazard Middle Market
Valuations & Acquisitions column by Mark Del Franco, “The 5 Cs for Better Gross Margins,”
May, Catalog Success

47. Control product development expenses.
Purchase buyouts of new items to test and expand your product line without having to undertake development expenses. This allows you to place products in your catalog at prices customers can afford.
Jane Schmotzer, Christian Tools of Affirmation
“7 Tips to Make Your Merchandise Stand Out,”
June 10, Catalog Success: Tactics & Tips

SUSTAINABILITY AND THE ENVIRONMENT

48. Offer partial opt-outs.
A challenge to all catalogers: Make a clear offer in your catalog and in any e-mail you send to customers that empowers them to choose how often they’d like to receive your print catalogs or e-mails. By treating opt-out as an all-or-nothing proposition, you’re not only losing a lot of business, you’re also not helping your cause against the radical environmentalists trying to scapegoat this industry.
Paul Miller, Catalog Success
The Editor’s Take column, “Act, React and Stand Up,”
June, Catalog Success

49. Seek greener products.
Consider environmental factors when sourcing for product, such as the source of wood that goes into the manufacturing of products. “Be very close to the supply chain of your product.”
John Seebeck, Crate & Barrel
“12-Round Bout to be Green” by Joe Keenan,
June, Catalog Success

50. Choose the greenest printing press.
Talk with your printer about what press options are available, and work together to get your job printed on a press that minimizes waste.
Kathy Hecht, American Greetings Interactive
“Behind the Chemistry of Going Green,”
June, Catalog Success